THE INTERNET is always in
motion. That's both good
news and bad news: You can
immediately change your
online marketing campaigns
to produce better results,
but your results can also
take a nose dive if you're
not paying attention.
Protect your campaigns from
these costly mistakes:
1. LOSING AD TRACKING
CODE: If a previously
profitable ad campaign
tanks, find out if your site
pages embedded with ad
tracking code have been
accidentally replaced.
Remind your web team to
download site pages from the
server before working on
them.
2. FALLING TO REMOVE
OUTDATED OFFERS: Keep
track of your special
promotions so you can
replace the copy on any
online campaign you're
running as well as the ad's
corresponding landing page.
3. MISSING DEFERRED
ACTIONS: Not all
prospects click on your ad
and take action right away.
Set your cookie length or
your ad tracking solution's
settings for a minimum of 30
days to properly credit
marketing sources.
4. IGNORING SUSPICIOUS
CLICKS: Study the log
files in your traffic
reports if you notice a
sudden spike from your
pay-per-click campaigns. You
might need to fix your
campaigns, remind team
members not to click your
ads, or address competitors
engaging in click fraud.
